When the Hennessy brand made its presence known in Nigeria back in 1921, little was known about how culturally relevant the cognac would become. Fast forward many decades to a time when Nigeria’s hip-hop scene and nightlife were still emerging—Hennessy carved out a space for a generation hungry for self-expression. The brand began being name-dropped in songs like Olu Maintain’s hit “Yahooze” and even in early 2000s movies, establishing itself as something to watch out for.
The brand helped shape it. From cyphers to concerts, it became an emblem for the bold: those often overlooked, hedonistic, and lovers of hip-hop.
Founded in 1765, Hennessy quickly became the world’s leading exporter of brandy by the 1840s and has maintained that position ever since. As part of its commercialization, it soon found cultural relevance among African-American communities, particularly targeting hip-hop and other minority audiences.
To become a staple in Nigeria, it tapped into the hip-hop market, aligning with a genre that was often marginalized. Here, Hennessy found its niche. In 2007, Hennessy Artistry started as a cocktail-mixing contest among renowned bartenders. However, it soon evolved into a music platform that nurtured diverse collaborations between artists. From this platform came the Cyphers, VS Class, and Hennessy Artistry Finale concerts—all of which played a key role in revitalizing Nigeria’s hip-hop scene.
The VS Class emerged from the Cypher as a freestyle battle space for emerging rappers. Winners were often spotlighted, launching their careers and propelling them toward mainstream success. With the Cypher and VS Class coexisting, the two platforms arguably became rites of passage for any hip-hop artist looking to break into the industry.
As far back as 2014, Hennessy tapped some of the country’s biggest musicians—like Tuface, Wizkid, D’banj, M.I, Naeto C, Banky W, Ice Prince, Sir Shina Peters, and many others—for Hennessy-tagged events ranging from club tours to concerts, promoting nightlife and solidifying the brand’s presence.
To this day, Hennessy continues to influence popular music just as it did in the 2000s, when artists frequently name-dropped the brand in songs. Today, artists like Adekunle Gold, Ruger, and BNXN carry on that legacy.
The brand also shifted perceptions among the younger demographic by tapping into sports. In 2023, it introduced the “In The Paint” initiative to the Nigerian landscape. Originally launched in 2021 in partnership with the NBA, the initiative aimed to bridge sports (specifically basketball) and the arts, fostering community and positivity.
When “In The Paint” arrived in Nigeria in 2022, it focused on refurbishing rundown basketball courts, starting in Lagos. In 2022, under the leadership of Joakim Noah, visual artist Osas Seven painted a basketball court in Festac. The following year, 2023, Noah oversaw another court transformation in Victoria Island. In 2024, Nigerian-based artist Kaylion refurbished a basketball court in Port Harcourt.
In addition, Hennessy tapped into fashion, curating events that blended fashion, sports, and community. Following the 2023 "In The Paint" initiative, guests at the basketball matches were dressed in activewear-inspired outfits. When the brand partnered with the NBA for global marketing, it hosted a watch party with a dress code called "Courtside High Fashion." Most recently, at the Hennessy Artistry event held in May, the brand collaborated with Severe Nature, a Nigerian streetwear brand, to release jerseys and t-shirts featuring Hennessy’s trademark slogan, "Made For More." These efforts have helped spark a cultural revolution, blending fashion, sports, and community.
For nightlife, the brand has actively targeted the ever-growing scene in the country. In 2021, the brand celebrated its 100th year in Nigeria with the introduction of a newly limited edition bottle design of the Hennessy V.S.O.P Privilege, and across over 2,000 clubs in Lagos, the Hennessy cognac is a staple and has contributed largely to promoting bottle culture.
Lately, Hennessy continues to bring together DJs, artists, and creatives with an array of nightlife-focused events. From the Cultur FM and Central TV event held back in January, to the recently held Hennessy Artistry Reboot, which took place back in May.
After years of shaping and reflecting cultural trends, Hennessy has secured an unshakable place in Nigeria’s cultural identity. It has become more than a cognac—it stands as a symbol of expression, unity, and empowerment. What truly sets Hennessy apart is its ability to evolve with each generation, not just observing culture, but helping to create it. As Nigeria’s story continues to unfold, Hennessy remains not just present, but influential—driving the rhythm of progress, connection, and creative spirit."
